The eyeforpharma Barcelona Awards recognise those in the pharmaceutical industry who are driving pharma forwards not just with higher short-term profits, but with better customer innovation, value and outcomes leading to longer-term success

Top honour to pharma exec who believes in "delivering more than just a pill"

Patrick Cashman, President & General Manager of Lundbeck, Canada, has a simple ethos: “stop and ask yourself: how will the patient and the patient’s family feel about this?“ It is this commitment to "putting the patient first" that saw him honoured at the eyeforpharma Barcelona 2014 with the coveted Lifetime Achievement Award.

His commitment to putting the patient first is evident throughout his work. In 2003, at the first launch in Mexico of Ebixa, a novel treatment for Alzheimer‘s. Patrick spearheaded an approach that was way ahead of its time – the hosting of seminars for families on all aspects of the disease; from emotional support to legal caretaker guidelines.

In his role as President & General Manager of Lundbeck Canada, he has turned his attention to initiatives to help dispell the stigma of mental illness in society.

He recognised that traditional measurements of success were out-of-touch with the patient’s desire to live a normal life. Consequently, Lundbeck has been working with patient groups to pioneer an approach that will allow people to discuss mental health in the workplace.

As Patrick says; "Many people are not willing to have this sort of conversation with their boss, but if we can to this, then it will make a huge difference to people’s lives".

“Patrick has reached out, well beyond his organization, to form innovative collaborations with others in the much neglected area of mental health,” says Paul Simms, Chairman of eyeforpharma.

“He has transparently placed the patient at the centre of his work – being patient centric well before it was popular and he pushes this sentiment throughout his organization. He is a good reminder to us all that, without patients, there is no industry.”

Patrick wlll be speaking on how pharma needs to change it's business model in order to be truly patient-centric at the eyeforpharma Patient Centricity Conference Canada on June 17-18th. For more information click here.

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The eyeforpharma Barcelona Awards recognise those in the pharmaceutical industry who are driving pharma forwards not just with higher short-term profits, but with better customer innovation, value and outcomes leading to longer-term success